Senior CVM & Commercial Manager

Senior CVM & Commercial Manager will be responsible to build and lead the Customer Value Management practice for our luxury retail loyalty program while working towards making the programme an independent viable standalone commercial entity. The role is critical in driving long term revenue growth by identifying, understanding, and maximizing the value of our members, segment by segment, down to each individual member, optimizing retention and reducing churn or attrition.

The role is expected to establish the function from scratch, develop strong strategies and playbooks, and identify member segments by value with the data analytics & insights team, design personalized campaigns and journeys, while continuously optimising performance through data-driven insights and testing. The Sr. Manager CVM will work closely with Insights & Analytics, Marketing, CRM, and Digital teams to deliver exceptional, tailored experiences that strengthen member loyalty and lifetime value across our ecosystem.

Responsibilities

Practice Setup & Strategy Development

•    Lead the establishment of the CVM practice, including defining governance, processes, tools, and cross-functional collaboration frameworks.
•    Develop and own the overall CVM strategy while aligning with broader business objectives and luxury brand values of exclusivity, personalization, and long-term relationships.
•    Create and maintain a comprehensive CVM Playbook covering segmentation methodologies, strategy frameworks, campaign playbooks, customer journey blueprints, and best practices.
•    Create a knowledge base of case studies that become a ready reference for the business

Loyalty Currency, Commercial Modelling & CPP /VPP Management

•    Own and manage the Cost Per Point (CPP) and VPP (Value Per Point) models, ensuring the loyalty currency remains commercially viable and competitive.
•    Conduct CPP/VPP calculations for earning redemption, partner funding, promotions, and liability management.
•    Build, model, and evaluate financial scenarios for internal and external partnerships tied to the loyalty currency.
•    Ensure commercial decisions balance member value, profitability, and breakage forecasting.
•    Work with Partnerships unit to enable negotiations and commercial agreements with external partner brands
Customer Segmentation & Value Growth
•    Identify and refine customer value segments using behavioral, transactional, demographic, and psychographic data, in conjunction with Data Analytics & Insights team.
•    Partner closely with the Data Analytics & Insights team to quantify potential growth opportunities, lifetime value projections, and migration paths (including specific cross sell & upsell opportunities for each segment.
•    Define tailored value-maximization strategies for each segment, focusing on retention, reactivation, upselling, cross-selling, churn management and advocacy.
KPIs, Measurement & Optimization
•    Establish clear, actionable KPIs and dashboards to measure segment wise performance, campaign effectiveness, ROI, and overall program impact (e.g., share of wallet, retention rates, LTV uplift, engagement scores, churn reduction).
•    Implement rigorous testing frameworks (A/B testing, control groups, multivariate experiments) and drive continuous optimization of strategies, journeys, and communications.

Campaign Design & Automation

•    Design personalized campaigns and initiatives tailored to luxury customers’ preferences and lifestyles to deliver specific segment wise objectives.
•    Define end-to-end customer journeys with predefined triggers, timing, offers, content, and channels (email, SMS, app push, in-store, etc.).
•    Lead the automation of these journeys within the CRM/loyalty platform, ensuring seamless execution and scalability. Work with loyalty operations and product management to ensure necessary integrations with Loyalty Management System, Loyalty Program mobile app etc. for seamless and error free execution. 
•    Collaborate with creative, digital, and merchandising teams to ensure campaigns reflect luxury brand standards and deliver exceptional customer experiences.
 

Cross-Functional Leadership

•    Act as a key bridge between Loyalty, Analytics, Marketing, IT, and Store Operations teams.
•    Provide strategic guidance and coaching to junior team members and cross-functional partners on CVM principles.
•    Stay abreast of industry trends, competitive benchmarks, and emerging technologies in loyalty, personalization, and customer valuation.
 
People Management Roles and Responsibilities

•    Demonstrated ability to work effectively with cross-functional partners in a collaborative environment
•    Demonstrated ability to influence senior stakeholders throughout the organization, both technical and non-technical
•    Excellent analytical and critical thinking skills, combined with strong verbal and written communication skills
 

Qualifications

Education/Certification and Continued Education

•    Bachelor’s degree in Marketing, Business, Statistics, or related field; MBA or advanced degree preferred.
Years of Experience 
•    12+ years of progressive experience in CVM, CRM, Loyalty Marketing, or Customer Analytics, with at least 3–5 years in a senior role. Luxury retail, fashion, high-end hospitality, airline, banking or telecom experience strongly preferred.
•    Experience communicating with fast-paced, highly cross-functional teams with multiple stakeholders
•    Proven track record of building CVM practices or loyalty programs from inception
•    Strong commercial acumen and demonstrated success in driving revenue growth through segmentation and personalized customer strategies
•    Understanding of luxury consumer expectations

Knowledge and Skills 

•    Project management expertise and experience managing vendors and contractors
•    Expert negotiation skills
•    Fintech, cards and payment industry experience 
•    Expertise in customer segmentation, lifetime value modeling, and journey design and automation.
•    Astute analytical mindset with the ability to identify actionable strategies from convert complex data sets.
•    Hands-on experience with CRM/loyalty platforms (e.g., Salesforce, Adobe Experience Cloud, Braze or similar), marketing automation tools, and customer data platforms.
•    Thorough understanding and reasonable hands on experience in  commercial & financial modelling
•    CPP, VPP and loyalty currency expertise
•    Project management and stakeholder management skills.
•    Creative yet data-driven approach to campaign design with luxury category and customer awareness.
•    Strong communication and presentation skills, with the ability to influence senior leadership.
•    Expertise in KPI setting, testing and optimization methodologies
•    Creativity in experience and value design
 

Languages

•    English & Preferably Arabic

Behavioral skills
•    Excellent collaborative and stakeholder management skills. 
•    Ability to forge long term, trusting business relationships with senior management and can advise, support and challenge to achieve successful outcomes in a fast-moving, strongly results-driven environment. 
•    Capable people manager 
•    Proactive, self-motivated and commercially minded 
•    Innovative and problem solver, with an optimistic but pragmatic approach 
•    Adaptable, hardworking, personable 
•    Team player with the ability to take complex financial data and explain the insights clearly to non-financial colleagues
•    Basic analysis & modelling skills
 

At Al Tayer Insignia, your career is more than a job — it’s a journey into the heart of luxury retail. For over 40 years, we’ve partnered with the world’s most iconic brands, creating award-winning retail experiences across our boutiques, department stores, and leading online platforms. With stores and outlets across the GCC and a truly seamless omnichannel presence, we bring style, innovation, and heritage together. Here, you’ll join a diverse, customer obsessed, passionate team that celebrates creativity, values individuality, and empowers you to grow. Join us on our journey, reimagining fashion and redefining the meaning of luxury in the region.